Integrating the web into normal business is a key challenge for many companies, as they strive for a truly integrated multi-channel approach to customers. A component of this integration is ensuring the brand is appropriately represented through the web and the internet is considered as an integral part of marketing campaigns and communications rather than a bolt-on or afterthought.

Knexus member company Shell is tackling these same issues and will be hosting a Knexus Summit to share its approach and experiences with the Knexus Community, as well as seeking the input and ideas of other members. The day’s activities will focus on addressing the challenges and pitfalls in four main areas of interest as follows:

1. Content – how do you generate suitable and effective content for the Web as part of your marketing campaigns?

2. Change Management – how do you ensure marketing campaigns incorporate web activity into the early stages of planning, not as an afterthought?

3. Measurement – what are the key measurements required to understand the effectiveness of campaigns and how do you use the information to focus and refocus your proposition?

4. Visibility and Findability – how do you raise your profile on the web to prospective customers?

The agenda includes case studies from Shell together with moderated, roundtable discussions between member participants, providing the opportunity to debate the day’s topics in greater detail and gain a wider impression of the experiences of different Knexus members.

So if you want to improve your marketing presence through the web and drive more value out, this is a collaborative session that you cannot afford to miss.